Quotes: Bill Bernbach Said – Part 1

“Rules are what the artist breaks; the memorable never emerged from a formula.”

“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.”

“If your advertising goes unnoticed, everything else is academic.”

“Properly practiced creativity MUST result in greater sales more economically achieved. Propoerly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.”

“There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.”

“The magic is in the product.”

“Is creativity some obscure, esoteric art form? Not on your life. It’s the most practical thing a businessman can employ.”

“It’s not just what you say that stirs the people, it’s the way you say it.”

“Nobody counts the number of ads you run; they just remember the impression you make.”

“Surely it is better to state our proposition with the kind of talent that will touch and move the reader and viewer than bore them to death with the ordinary.”